You can’t do it all with social media. There, I said it. I know marketing budgets have been slashed and management is clamoring to use those free, newfangled Web 2.0 tools. But you can’t turn to social media to save the day. It sucks, I know.

Social media is a slow build. Blog and Twitter page don’t just “go viral” before your eyes. It’s more like planting a seed, fertilizing it and tending to it carefully over time. The more you support it with complementary traditional advertising, the better the odds on it taking root and blossoming. Cross channel marketing of social media initiatives is extremely helpful, but easily overlooked, especially during tough economic times. Remember the Subservient Chicken campaign by Burger King? Yah, it was supported by a national television advertising campaign whose cost were certainly NOT chicken feed. They spent a few hundred grand on a cool Web site/social media initiative, but then invested several million dollars in advertising to support it. Very important point not to forget.

Or how about Barack Obama’s presidential campaign that set a new standard of excellence for grassroots, Internet marketing — seemingly deploying every social media channel available. According to BusinessInsider.com Obama’s spend on the internet was a surprisingly low $8 million. That’s just 3% compared to the $245 million he spent on television advertising. Clearly he wouldn’t have spent such a colossal some on television if it wasn’t necessary.

Change doesn’t have to be light-switch proposition. Start a social media initiative today, but be sure to make sure it’s “on brand” and supported by complementary advertising/public relations. Over time (months or years), transition money from the traditional media budget into the social media campaign itself, but only after it has sprouted and is displaying positive signs of growth. Abandoning a social media campaign to survive on its own does nothing more than waste your time/money and seal its fate as a failure.

Sincerely,

Gary

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Video game maker Electronic Arts discovered the Tiger Woods “Jesus Shot” video on YouTube where a gamer somewhat makes fun of EA allowing Tiger to walk on water and hit a golf ball from the middle of a pond.  Could be perceived as a glitch in the game. I mean, come on, Tiger’s good, but everyone knows cats don’t like water.

EA capitalizes on the YouTube video and “responds” by releasing a new video showing Tiger walking onto the pond and hitting a golf ball.   The video ends with “It’s not a glitch.  He’s just that good.”  Brilliant.  They convert a annoying situation into a creative epiphany that ends up being a fantastic commercial.  Oh, and they post the commercial to YouTube, of course, generating 80,000 views in 2-days.  Now THAT’S being creative.

Similar Coverage/Stories:

• Mashable – Tiger Woods’ Jesus Walk Not a Glitch
• The Social Path – EA and Tiger Woods show how to pay attention

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